Context

When reviewing pipeline attribution in Unify, you may notice deals being attributed to Unify's activities even when there were no direct email responses from the target account. This can be confusing when analyzing ROI and understanding how Unify contributes to pipeline generation.

Answer

Unify attributes pipeline through both direct and indirect attribution methods. When you see pipeline credited to Unify without direct email responses, this is likely due to indirect attribution.

Indirect attribution occurs when:

• A Unify play runs on an account

• An opportunity is created within 90 days of the play execution

For example, if:

• Your website intent play runs on an account on April 21

• A deal is created for that account on April 23

• Unify will attribute this pipeline as an indirect attribution, even without direct email responses

This attribution model helps capture Unify's influence on pipeline generation even when the impact isn't directly measurable through email responses, accounting for various touchpoints in the customer journey.